Quality - the Real Differentiator
Virtually every industry stresses why quality is important, but in the direct marketing industry, this statement's probably truer than anywhere else. Why? Because data is one of those slightly intangible products where value can only really be measured by the results it delivers.
Rubbish in, rubbish out.
Say you were running a set of marketing campaigns; you've got stellar creative, an intuitive segmentation and some solid propensity models. You execute the campaign and the results are disappointing. You're confused - everything looked so good.
The likely answer is that the data on which you based each of your segmentation, modelling and campaign execution was suspect (i.e. lacking the quality you expected) meaning either that what your models were telling you was erroneous or that the details of a good proportion of the customers you were mailing were inaccurate.
The more complex direct marketing becomes, the more it must rely on accurate data to drive successful campaigns. Data quality really does drive the success of direct marketing.
We go that extra mile.
You're probably expecting us to claim at this point that the quality of our data is superior to the competition; not surprisingly we are. Perhaps a more relevant question to ask is why we think this is the case? Because we're a major industry data source, collector and aggregator, a significant part of our business involves using our datasets for credit risk purposes. We have to deliver an extremely high degree of accuracy because our risk clients demand it! Our business depends on delivering quality - independent studies rate the accuracy of our credit data as the highest in the industry.
So what? Because our data has this dual use, we make sure the accuracy of all the data we hold meets strict requirements (equating to best-of-breed industry standards). Performance against these standards is regularly monitored to ensure that any time you run models or execute campaigns using Equifax data, the results are never in doubt.
Catering for the on-demand culture.
Immediately, if not sooner. As direct marketing moves increasingly towards real-time, so will demands on your direct marketing services provider. Data needs to be delivered to clients increasingly rapidly, but expectations in terms of quality of delivery remain just as high.
At Equifax our data delivery infrastructure means that we can process and deliver data to clients when you need it most. The way our data is structured and stored means we can deliver high levels of accuracy and our robust bureau processes mean that output is checked and re-checked to ensure it's correct. At Equifax we provide direct marketing services immediately if not sooner with no quality compromise.
Show me!
They say that the proof of the pudding is in the eating. We agree. That's why we're prepared to demonstrate the quality and value of the datasets we hold.
Arrange a free data evaluation with us and we'll analyse your data and provide you with a list of quick wins you can action quickly together with a detailed explanation as to how Equifax data can add value to the data you hold.
